In a recent study by Ernst & Young on Indian social
media, over 95.7 percent of surveyed social media-savvy organizations in India
use the medium to build communities and advocate usage while 76.1 percent use
social media as a platform to highlight brand news. They also state that around
16 percent of organizations use social media for both the above reasons, but
also for customer service, lead generation, and research. When we’re talking
about social media networks in this case, EY is talking largely about Facebook,
followed by Twitter and YouTube.
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So what does that mean for you? In a space already crowded
with Indian and international brands looking to capitalize on the growing
Internet population of India, how can you stand out? It turns out, in many of
the same ways as Facebook marketers do in the US: by engaging with your
communities, creating sticky, innovative campaigns, and by integrating Facebook
into your already existing marketing plans versus silo-ing it (and other social
media platforms) in a different conversation.
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But if you’re looking to make a big splash, you should
remember the immense potential that e-commerce has in Indian markets. With
Indians only spending 28 minutes on e-commerce sites in the country and a heck
of a lot more time on Facebook, wouldn’t it make sense to bring your e-commerce
solution where Indians are versus asking them to come to you?
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